Page 13 - UTC 2023-24 Proposed Membership & Engagement Strategic Framework and Marketing Plan Part One

STRATEGIC PILLAR:

MEMBER ENGAGEMENT

Recruit and Retain

Marketing Content Development Timeline

T
Date Content/creative (talk through development and timeline) ar get Audience
elop v De a one-liner message t hat ers answ the question, "what do y do?" The one-liner is
ou
ensur
C
oice.
eek W of o t help e , staff boar d, and eers v speak about UT with one v
olunt
All Audiences
ch Mar 6
ecruitment R digital e int eractiv s benefit flipbook with links to ces. r esour
TBD Special r ecruitment landing page specific to the membership campaign. All Audiences
eek W of
elopment v De of Core R er Lett f or Distribution with s benefit flipbook All Audiences
ecruitment
ch Mar 6
eek W of
elop v De r ecruitment script f or membership solicitation via phone. All Audiences
ch Mar 6
New Core
eek W of
ces.
New members w digital s benefit flipbook with links to r esour Members/New
elcome
ch Mar 6
e Associat Members
TBD R t oolkit f or distribution to leaders ( digital flipbook, SM s) element eers olunt Leaders/V
ecruitment
TBD One-time Dir ect mail d P TBD
car
ost
Social Media - all
TBD Social media r ecruitment s element f or r ecruitment to coincide with campaign.
audiences
Video r ecruitment message from Sher yl f or posting in eting mark mat erials and digital
TBD All Audiences
s t oolkit
&
T T
eek W of ect Indir r ecruitment ( digital s element cr eat to t suppor s: e I'm e
xhibiting/I'm
v
ent
ed
s/sponsors/e egistrant r
ch Mar 20 sponsoring/I'm att ending, et c.)
ors xhibit
vide
alue
elop v De a lead-generating asset to pro v to people t hat t ar en’ r eady to join.
wnloadable
The do asset will collect contact inf ormation f or the tar get.
Lapsed and
TBD
e ospectiv Pr Members
elop v De a r ecruitment series of fiv emails sent aut omatically aft er the e pr ospectiv member
e
wnloads do the lead or generat inf ormation.
UT
TBD C Core Member Logo All Core Members
TBD edIn /Link er witt Facebook/T Paid Ads All Utilities
eb W Ads: d leaderboar (728x90), ½ -page banner (300x600), Email header (650x250),
UT
TBD C and par tners
e squar (300x250)—all mobile e r esponsiv
eek W of e Cor and e Associat
ebinar
elop v De new member w orientation video f or s contact to share with t heir . staff
ch Mar 13 Members
er(s)/R
TBD One-page o-go eady-t fly ads f or placement in ting suppor or ganizations’ publications
w
estimonials T from ent curr utility members f or inclusion on the e ebsit and in mark
eting
TBD e Cor Utility Members
erials mat